Door drops are a cost-effective and powerful form of marketing that works comfortably alongside any existing marketing methods you have in place to help reach new customers and build your business.

According to Royal Mail’s MarketReach report by Iluminas in 2014, 92% of people read door drops that are delivered to their home.

Other findings from Royal Mail’s MarketReach report, Ethnographic Quant, Trinity McQueen, 2014, highlighted that 20% of door drops are shared with another member of the household. With 29 million households in the UK, that represents a vast potential audience for your marketing material.

Door drops are cost-effective

Door drops don’t have to be a huge financial investment; you can reach 8,000 households for just £500 excluding VAT at 20%, and then scale up or down accordingly.

Door drops are highly-targeted

Royal Mail’s free targeting and customer profiling service allows you to be highly selective about which of the UK’s 29 million households you reach based on distance, location and demographics.

In this way, Royal Mail can help you to reach the right customers who are most likely to respond to your campaign, for free.

Determining exactly who you will target with your door drops is an essential first step to ensure their success. You can establish everything from what your ideal customer looks like and what their interests are.

Distance – reach people within a certain number of miles or drive time of your business

Location – use postcode mapping to select specific houses, areas or postcodes; or use your local knowledge to be even more targeted

Once you know your ideal target, Royal Mail’s service enables you to refine your audience needs so that you can reach the right people for your campaign by tailoring your door drops to appeal to their exact tastes and needs, maximising effectiveness.

Door drops use powerful evaluation tools

You can evaluate the success of your door drops on a number of key metrics, allowing you to gain a thorough understanding of the strengths and weaknesses of your campaign:

ROI – this is simply the total revenue generated minus the cost. Was it worth it?

Tips on measuring your door drop campaign

Volume – how many people do you want to reach? Be specific: it could be dozens, hundreds or thousands

Response – how many customers responded?

Fulfilment – how are you going to act on their responses?

Return – establish what return you need to turn a profit

Budget – door drops can be delivered at a price that’s right for your business. For a minimum charge of £500 (excluding VAT at 20%), Royal Mail enables you to reach some 8,000 customers therefore you don’t need a large marketing budget to create an impactful campaign

Measurement– door drops enable you to measure the success of your marketing and who you’re targeting your campaign at, so you can ensure you’re getting the best possible return

Royal Mail is the only door drop provider to be accredited by ABC, which delivers industry-agreed standards for media brand measurement. You can download Royal Mail’s free, practical and useful guides on how to produce door drops and using door drops to build your business here.